You only have to check your inbox on Black Friday to see how many retailers are already all over the email marketing game.
A good, purposeful email can do a lot of things:
Drive traffic to your website
Build trust
Communicate a value proposition
Create direct sales
Build your brand.
But how do you write a sales email that achieves any or all these goals?
Let’s break it down.
The Anatomy of a Sales Email
Before diving into the essential inclusions, let's outline the basic structure of a sales email:
Subject Line
Preview line
Introduction
Body
Call to Action (CTA)
Signature
1. Subject Line: Capturing Attention
Your subject line is the critical first impression - all the difference between your email getting opened or ignored. A compelling subject line should be:
Concise: Aim for 6-10 words.
Intriguing: Spark curiosity or offer a clear benefit.
Relevant: Relate to the recipient's interests or needs.
You don't need to get overly clever here - clear and compelling is better than good!
2. Introduction: Building a Connection
The introduction should immediately engage the reader. Personalisation can be key here.
Use the recipient’s name and, if possible, reference a recent interaction or a known interest.
Personalise: Make the reader feel recognized and valued.
Be Relevant: Show that you understand their needs or pain points.
Example: "Hi [Name], I noticed you recently checked out our latest software solutions and wanted to share something special with you."
3. Body: Communicating Your Value Proposition
The body of your email is where you present your main message. This section should be clear, concise, and focused on the value you offer.
Break it into digestible parts using bullet points or short paragraphs.
Key Elements:
Value Proposition: Clearly state what you are offering and how it benefits the recipient.
Supporting Information: Include brief details that support your claims, such as statistics, testimonials, or case studies.
Example:
"We’ve just launched our newest feature that could save you hours each week. Here’s how:
Increased Efficiency: Automate your routine tasks.
Cost Savings: Reduce operational expenses by 20%.
User-Friendly: Easy to integrate with your existing systems."
4. Call to Action (CTA): Driving Engagement
Your CTA should guide the recipient towards the next step. It needs to be clear, compelling, and easy to follow.
Best Practice:
Be Direct: Use action-oriented language.
Create Urgency: Encourage immediate action with time-sensitive offers.
Simplify: Ensure the process is straightforward.
Example: "Click here to start your free trial today and enjoy 50% off your first month!"
5. Signature: Establishing Credibility
Your email signature is not just a formality; it’s a chance to reinforce your brand and make it easy for the recipient to contact you.
Include:
Name and Title: Personalise the message with your name and role.
Contact Information: Provide multiple ways to reach you.
Social Proof: Add links to your social media profiles or recent accolades.
Example:
"Best regards,
[Your Name]
[Your Title]
[Company Name]
[Phone Number] | [Email Address]
Follow us on [LinkedIn/Facebook/Twitter]"
THE BIG SELL
Five Essential Inclusions in a Sales Email
To make your sales email most effective, I recommend you include these five crucial elements. Each one serves a distinct purpose in driving traffic, building trust, communicating value, creating sales, and building your brand.
1. A Strong Subject Line
Reason: To capture attention and increase open rates.
Impact: A well-crafted subject line entices the reader to open the email, which is the first step towards engagement.
2. Personalised Greeting
Reason: To build trust and rapport.
Impact: Personalization makes the recipient feel valued and more likely to respond positively.
3. Clear Value Proposition
Reason: To communicate what you offer and why it matters.
Impact: A clear value proposition helps the reader understand the benefits of your product or service, making them more inclined to consider your offer.
4. Compelling Call to Action (CTA)
Reason: To drive specific actions such as visiting your website or making a purchase.
Impact: A strong CTA guides the reader on what to do next, increasing the likelihood of conversion.
5. Professional Signature
Reason: To build your brand and provide contact information.
Impact: A well-designed signature reinforces your brand and makes it easy for the recipient to reach out or learn more about your company.
Example of a Perfect Sales Email
Here’s a sample email that incorporates all the essential elements discussed:
Subject: "Unlock Exclusive Discounts Just for You!"
Hi [Name],
I noticed you recently checked out our latest software solutions and wanted to share something special with you.
We’ve just launched our newest feature that could save you hours each week. Here’s how:
Increased Efficiency: Automate your routine tasks.
Cost Savings: Reduce operational expenses by 20%.
User-Friendly: Easy to integrate with your existing systems.
Click here to start your free trial today and enjoy 50% off your first month!
Best regards,
[Your Name]
[Your Title]
[Company Name]
[Phone Number] | [Email Address]
Follow us on [LinkedIn/Facebook/Twitter]
Writing a good sales email is an art that combines strategy, personalisation, and clarity.
By including a strong subject line, personalised greeting, clear value proposition, compelling CTA, and professional signature, you can create emails that not only get opened but also drive action.
Remember, every email is an opportunity to build your brand, connect with your audience, and ultimately drive sales. So, next time you sit down to write, make it count.
This could have been an email—make sure it’s a great one.
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